Drink driving, repositioning the problem

This paper describes how the campaign sought to change beliefs that there is a 'safe limit' for driving after drinking and to reposition the social stigma from 'over the limit driving' to having consumed any alcohol at all.
Agency: McCann Erickson BelfastAuthor: Not credited
 

Area Awards 1997 WINNER: SERVICES CAMPAIGN

Drink-Driving, Repositioning The Problem

 

Introduction

This is the case history of an advertising campaign launched in 1995 which:

  • Challenged ingrained public opinion and practice
  • Effected social change in attitudes and behaviour
  • Contributed to savings in public expenditure

Sobering Facts

Northern Ireland had the highest number of road accident fatalities and injuries per head of population in the UK (Figure 1). Drink-driving was also a significantly greater problem in Northern Ireland and had been gradually increasing as a cause of road...

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